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Amazon, a por más ‘brick’: abre un ‘pop up’ en Milán

Publicado en Noticias.

Amazon acelera en retail. El gigante estadounidense del ecommerce sigue adelante con su estrategia de llevar la moda a la calle y pondrá en marcha una tienda efímera en la Vía Dante, en el corazón de Milán.

El establecimiento, que tendrá una superficie de 1.600 metros cuadrados, abrirá sus puertas del 16 al 26 de noviembre. Amazon comercializará sus marcas propias de moda como Find, Iris & Lily, Truth & Fable, Meraki y Aurique, así como productos de tecnología y entretenimiento.

De este modo, la empresa continúa con su progresión en el mercado italiano, donde el pasado lunes puso en marcha un centro logístico, localizado en las proximidades de Bérgamo, en Lombardía, según WWD.

Amazon instalará su tienda efímera en pleno corazón de Milán, en la Vía Dante

 

La de Milán será la segunda tienda de Amazon en Europa, ya que el pasado 23 de octubre abrió un pop up store en Londres, para comercializar sus propias marcas, así como la de terceros.

El titán estadounidense del ecommerce dio sus primeros pasos en el offline en 2015 con la apertura de librerías. En la actualidad, la compañía opera con otros tres tipos de tienda: Amazon 4-Stars, Amazon Pop-Up, y Amazon Go, todos ellos ubicados en Estados Unidos.

La primera (y la más reciente) distribuye dispositivos electrónicos, libros y artículos para regalo valorados con cuatro estrellas por los usuarios de la web.

La segunda, el formato por el que ahora apuesta en Milán, son tiendas efímeras dedicadas principalmente a los mismos tipos de productos, mientras que la última, estrenada en 2016, son supermercados completamente automatizados.

La empresa se convertirá este año en el mayor distribuidor de moda de Estados Unidos

 

En 2017, el grupo dio un salto adelante en su apuesta por el offline con la compra de la cadena de supermercados Whole Foods, con 479 tiendas en Estados Unidos, por la que desembolsó 13.400 millones de dólares.

Con moda, Amazon ya había testado alguna vez el canal físico. En 2017, por ejemplo, el grupo se alió con Calvin Klein para abrir pop ups en Los Ángeles y Nueva York de cara a la campaña navideña.

La empresa se convertirá este año en el mayor distribuidor de moda de Estados Unidos, según Wells Fargo. El banco estima que Amazon aumentará un 25% sus ventas de moda este año hasta 30.800 millones de dólares (26.600 millones de euros), superando así al titán del retail Walmart.

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